Provoking age-old rivalries to get students up and running.
Students signed up online to take part in a month-long distance challenge. Whoever ran the most Ks, won.
Spot challenges kept things interesting. Runners won new shoes, iPods and bragging rights for the fastest 1K, the most Ks over the weekend or the most runs in a week.
We got online University newsletters and local press to feature the story and drive participation.
The competition raged on Facebook. While Loughborough’s most famous graduate, Paula Radcliffe, leant her support.
We went to University campuses and gave away free Nike+ kits to runners and got participants to join the competition.